SAN FRANCISCO: One of the tech industry's hottest events, the RSA Conference, is hoping to expand its reach beyond its annual San Francisco gathering.
Shift Communications has been brought on board to help the company promote various new events throughout the country. RSA Conference, run independently of technology firm RSA Security, previously worked with McGrath/Power and Padilla Speer Beardsley.
"We want to start developing events that go beyond that one show, events that will really sustain the energy year-round," said Sandra LaPedis, VP and GM of RSA Conference.
LaPedis cited Shift's innovative thinking and its embrace of new media such as blogs as reasons for selecting the firm. She also credited Shift's energy and chemistry with the RSA team.
"We want to make it easy for security professionals to keep these discussions alive," said LaPedis. "We're looking at not just events, but also a new web portal where we can also reach out to this community."
LaPedis declined to divulge the PR budget, but said it was a "more significant investment" than has been made in previous years.
Shift will manage the account out of its San Francisco office.